民国江南丝绸品牌形象构建探析

Exploration and Analysis on Image Building of Silk Brands in Jiangnan Region in the Republic of China

对民国时期中国江南地区丝绸品牌产生的背景和具有典型代表性的丝绸品牌进行了阐述和说明,讨论了当时丝绸品牌的命名、图样和设计等方面内容,同时论述了当时丝绸行业品牌形象构建的必然性,并且通过对"美亚"丝绸品牌构建的代表性案例进行分析,总结出民国时期江南丝绸企业进行品牌形象构建的现实意义和历史作用。

This paper describes the background of creation of silk brands in Jiangnan region in China in the period of the Republic of China and representative silk brands, discusses the naming, pattern and design of silk brands at that time and the necessity of brand image building in the silk industry then, analyzes representative case of ＂Meiyer＂ silk brand building and summarizes the practical significance and historical function of brand image building of silk enterprises in Jiangnan region in the period of the Republic of China.